[WEBINAR] What the Future: Success – Canadian Edition

The traditional success story has always carried assumptions about what a “successful” life should look like: a linear career, a married couple, children, a home of your own, growing wealth and a comfortable retirement. It’s a remarkably narrow blueprint for something as personal as a successful life.

And today, that blueprint is being challenged from multiple directions. Canadians are forming families, relationships and communities in more varied ways. Homeownership is harder to reach. Careers are less predictable. Starting a family can feel financially daunting. And younger generations, in particular, are often described as rewriting the rules—prioritizing flexibility over advancement, experiences over possessions, and living now over saving everything for someday.

But what is really changing? Are Canadians rejecting an outdated definition of success? Are they creating more expansive ones? Or are they simply getting better at wanting what they believe they can actually have? Those questions sit at the heart of the Canadian edition of What the Future: Success.

Drawing on new Ipsos research, fresh new thinking from our Strategy3 Trends & Foresight team, and conversations with business leaders and innovators across Canada, we’re looking beyond what success means today to explore where it could be heading next. Join us on December 3 as we examine the signals of change emerging across generations and life stages, the forces accelerating them, and what they could mean over the next five to ten years. Is the traditional success scorecard disappearing, evolving—or fragmenting into many different versions of a life well lived? And what happens as other currencies like security, agency, achievement, wellbeing, connection and experience compete for its place?

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Why should marketers and insight leaders care?

Because what people believe a successful life looks like shapes what they aspire to, prioritize, buy and sacrifice for. For decades, marketers have relied on familiar signals of aspiration: the house, the car, the wedding, the promotion, the family vacation, the comfortable retirement. But what happens when there is no longer one broadly shared picture of “making it”? If homeownership becomes less central—or simply less attainable—where might spending and aspiration migrate? If career advancement is no longer the unquestioned goal, what happens to the employee proposition? If experiences, health, time and autonomy become stronger signals of a life well lived, what new needs, categories and opportunities could emerge? And perhaps most importantly: Are the behaviours we see today evidence of changing values—or early signals of people adapting to a changing world?

For marketers, strategists and insights leaders, that distinction matters. If the definition of the good life is fragmenting, understanding consumers means understanding which version of success they are actually pursuing—and how that could change next.

Expect to hear more about:

• Does the Canadian Dream still work? Which traditional markers of success will endure—and which could lose their hold?
• When Canadians say they don’t want the traditional path, how much is choice—and how much is necessity?
• Could experiences, health, time, autonomy and connection increasingly become measures of success in their own right?
• If traditional status symbols lose their power, what will signal that you’ve “made it” next?
• And perhaps most provocatively: Do Canadians still believe that sacrificing today will produce a better tomorrow?

Using a trends and foresight lens, we'll move from what's changing now, to what could come next, to what organizations should be preparing for today. Because when what Canadians are striving for changes, where they find value - and where growth comes from - can change with it. Join us as we explore the future of success in Canada - and what it could mean for the brands and organizations hoping to succeed alongside it. Registering will also ensure you receive a direct link to the recording once published, and notification of future events or Ipsos thought leadership on this topic.

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Speakers: